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A smart script has a specific call to action
I’m famous for telling people not to reinvent the wheel. There are internal training programs and external resources that can help you develop a smart script. The key is to find a process or system that works for you.

Most people have no process, and therefore they have no script. The call to action is get yourself a system that works and fits with who you are and how you want to show up in the marketplace. Too many people try to take bits and pieces from myriad systems and make them into something for themselves, and that doesn’t work. Choosing and implementing one system as it is designed will produce results. Use the guidelines in this blog as a tool for measuring a smart script.

The primary point here is get a system, have a process and memorize that process. The script is what you say and do to make the process work, and there are plenty of them out there. Those of us who offer such systems are very easy to find. We’re not hiding! We’re writing articles in various publications. We’re speaking and exhibiting at the conferences. Some of your colleagues are already working with us, so ask around.

One final note. Make sure that when you choose a system, the people using that system are achieving the results you want to achieve. Plenty of systems can help you get clients, but you may end up with a business that you don’t want to manage. Stephen Covey says when you pick up one end of a stick, you pick up the other. I once talked to a financial adviser who said, “At my company, our role model does $2 million in production.”

I asked, “How many staff people does he have? What’s his overhead? How many hours a week does he work?”

The adviser replied, “Oh, he’s a working machine! He’s been in business 20 years and he still works five or six long days a week. He loves it.”

In truth, many advisers who make a lot of money don’t really like the kind of business they’re running. They work too many days and too many hours. They’re running what I call a dumb business. Wouldn’t you rather run a smart business where you make the kind of money you want, work as little as possible, enjoy the kind of lifestyle you want and set an example for your clients? If so, then before you adopt a system or a process, look at the whole picture and choose the system and the scripts that will take you where you want to go.

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About the Author

Bill Bachrach’s thinking, writing, speaking, coaching, and training have made him one of the most popular resources in the world for successful financial advisors who seek to be at the top of our profession in terms of client service, business success, and personal quality of life. His books ar... More